Thursday, May 03, 2012

Are You Trying to Make a Sale or Earn the Right to a Relationship?

It’s one thing to be generous, give gifts, make an impression and create a moment worth remembering.

But if you’re hoping to run up the score just to guilt people into working with you, if you’re trying to make something happen in the first minute of the conversation, you don’t have someone’s best interests in mind. Creating a sense of indebtedness and social pressure to reciprocate doesn’t work anymore.

Instead of trying to make a sale, earn the right to a relationship.

Begin with some light stalking. Spend twenty minutes online looking for that one kernel, that one detail, that triggers a whole character, even a whole world, for your prospect. Something there’s no possible way you could have known. Then, when you show up at their office, hold something in your hand that speaks to that.

Help people think differently. Bring them new ideas. Create and capitalize on the content others neglect. Find value in the discarded, see things nobody else can see, then paint a picture that changes everything. Then, when you sit down with people, the ideas you share will equip them to spot a new story with their own eyes.

Actually start with the customer. Make tangible efforts to be relevant within their lifestyle. Help people with what they’re already doing instead of artificially squeezing yourself into their overcrowded lives. Then, when you call them on the phone, you’ll prove that you care enough to understand their world.

Be a stand for their greatness. Put their name up in lights. Give people a front row seat to their own brilliance. Instead of sending prospects an article of interest, write a blog post that turns their company into the article of interest itself, then dedicate to them. Then, when you send them an email, the subject line will edify their genius.

Focus on that, and the sale will make itself.

Are you trying to make a sale or earn the right to a relationship?

For the list called, "5 Creative Ways to Approach the Sale," send an email to me, and you win the list for free!

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Scott Ginsberg
That Guy with the Nametag
Writing, Publishing, Performing, Consulting

Yes, I do more than just wear a nametag all day.
My enterprise is actually quite robust. I add value to my clients in several cool ways.

Explore the myriad ways you, your people and your organization can leverage my talents.